1. A Heightened Sense of Situational Awareness

Sellers must be able to uncover and synthesize multiple aspects of the opportunity:

Buyer motivations

Influencers to the decision-maker

Key business objectives

Elite performers can uncover these details and create compelling sales messages that appeal to key players.

2. Professional Agility

There is no “one size fits all” approach to modern selling. Sellers who apply the same tactics to every opportunity are doomed to fail.

Today's high performing reps quickly identify the situation they’re facing and execute the right “play.” They use their observations to choose the most effective sales strategy for that particular situation.

This ability can be hard to identify when hiring, but it is a critical skill. Our research shows that reps that excel in this area are almost universally the highest performers.

3. Structured Independence

The U.S. military is the most impressive fighting force on Earth. It’s success centers on a very organized structure that emphasizes a clear chain of command. However, operational leaders are often given creative freedom to complete their mission within certain bounds.

Similarly, highly effective sellers are comfortable with this concept of “structured independence.” They embrace a standard process, but feel empowered to deploy unique tactics in response to unique scenarios.

At the end of the day, outstanding results speak for themselves.

4. A Balance of Strategy and Tactics

To keep with our military example, great sales professionals are both generals and lieutenants. They must be equally effective at driving high-level strategy and tactical execution.

This requires reps to use questions and active listening to understand the situation “on the ground.” They must also understand the impact of that information on the broader deal strategy. Sure, a manager can coach them through this, but elite sales reps do this intuitively.

5. Commitment to Continuous Improvement

Finally, high performing sales professionals engage in two important practices:

They closely analyze their performance to see what’s working and what’s not

They maintain an open mind about how they can continue to refine their strategy

Today’s best sellers actively seek out and embrace ways to improve their selling approach.

THE BOTTOM LINE

When it comes to professional selling, there is one universal truth…

What got you here, won’t always get you there.

Market pressures are changing the skillset required to be successful in sales. High-performing sellers of the future will be highly observant, strategic thinkers. They will be able to adapt to new selling situations without missing a beat. And, most, importantly, they will consistently execute “best in class” tactics in the right situations.

Our relationships with clients and original research help us optimize our Modern Selling Development programs.

Ready to equip your sales force with the latest research-backed selling strategies? Complete this form to schedule an introductory call.

Researcher, consultant, and sales leader, Brian uses a data-driven approach to drive sales effectiveness. His clients include leading sales organizations in financial services, technology, healthcare, and professional services. Using insight from academics and change management, Brian helps senior leaders and sales enablement teams understand and succeed in today’s more demanding market. His research has been published in Harvard Business Review and other outlets.